9 Elements Every Therapy Website Must Have (Part 1 Logistics)

As a therapist myself, I have spent a surprising amount of time looking at therapist websites. I get pulled into finding the right therapist for family, friends, and sometimes the family of clients. In both of my roles as a therapist and as a copywriter, looking for a therapist online is one of the most frustrating experiences.

If I've agreed to look for someone, I know what I'm looking for, I know the specialty I need, and often the modality. But I also have an idea of the person that I'm looking for as a therapist.

Even after I spend hours scouring therapist websites, I very rarely find the information I need: clear information on who the therapists serve. I can't tell from most therapists' websites who would be a good fit for them.

Most of our clients take the path of least resistance, so if they struggle to find certain information or identify what you do best, then they will just click on to the next website.

So I created this list, not just as a therapist but as a copywriter who helps other therapists get in front of and attract the clients they do the best work with.

Before a potential client can even consider whether you're the right fit, they need to know if they can actually work with you. In this first part, we'll cover the five essential logistics that answer the question: "Can I work with this therapist?"

The 5 Logistics Every Therapist Website Must Have

1. Location, Location, Location

Here is what you and I know, but clients don’t: in-person therapists can only see clients who are close to them, and online therapists can only see clients within the states they are licensed.

It’s hard enough to find a therapist you like, but if you call around and find out the ones you like can’t see you, it’s easy to start thinking about giving up.

Do your clients a favor and be open and loud about where (city, state or states) you can see clients so that they don’t have to guess.

Make sure that it’s visible and not hidden in your FAQ’s or on your contact form. Put it on every page so you know that the people who reach out to you aren’t wasting everyone’s time.

2. How You See Clients

Here is something that is actually pretty confusing in the therapy field today. Not every therapist offers both in-person and telehealth sessions, and they also don’t always just see clients in the state where they are located.

We already talked about location but for now let’s focus on the how of the work that you do.

Many clients assume that because it’s 2025, every therapist offers telehealth. But the reality is much more varied, some therapists are only telehealth, some therapists are only in person and some therapists offer both.

Some clients want the ability to sit in the room with their therapist and some want the flexibility of video.  Plenty don’t really know what they want. But they need to know what the options are.

If your website doesn’t say what the options are, you’re creating confusion and when clients are confused they just move on.

Clearly state how you meet with clients in an easy-to-find spot on your homepage.

If you offer both, consider explaining the pros and cons of both so that clients can make their decisions. If you only offer one explain your reasons for this so that prospective clients can see that you are intentional about your decisions.

This isn’t just about logistics, it’s about saving everyone time. It prevents you from fielding calls from clients who can’t work with you. But it also helps the client picture what it’s like to work with you, making it more likely that they will reach out.

3. Talk about Money

I know that in our culture, money discussions can be quite uncomfortable. But if you are open about how clients can work with you financially it immediately lowers anxiety and increases feelings of trust and safety.

When there isn’t any mention of cost or there is a vague line like “sliding scale available” or “contact me for rates” with no context it leaves clients feeling uncertain.

Clients quickly jump to the conclusion that they can’t afford you or that figuring out if they can afford you is going to be complicated and awkward. This means they’ll look around your website but never reach out.

Money conversations are uncomfortable, and many therapists are concerned about scaring people off or about being judged by others. But clients who can’t afford you aren’t going to magically come into money after you talk to them. The ones who can work with you, just want to know that from the beginning.

Money is an underlying issue in so much of our work and it is important to be able to model having these discussions and being comfortable when things get a little awkward.

Discuss all of the financial considerations on your website where clients can find them. If you take insurance, talk about that, tell your prospective clients what plans you accept. If you don’t take insurance, explain that and then discuss if there are any options they might have to help them pay.

Explain out-of-network benefits step by step, like you would on a consult call. Help them understand clearly and how it might work for them.

Being clear about money is being respectful and honest. It helps clients know you understand that cost is a consideration when picking a therapist, and you value their time.

When they know whether or not they can afford you, they can focus on learning if you are the right therapist for them. Which is what you want them thinking about.

4. Your Availability 

 Here is something that happens all the time: a potential client finds a therapist they really want to work with. Their website is clear, personality fits and everything looks right. The client reaches out, excited to get started. Then it turns out the therapist has a waitlist or they only have early mornings and this doesn’t work with their schedule.

Clients who are searching for a therapist are often in crisis or have reached a hard enough spot that they are willing to reach out for help. If they can’t tell if you are available they might not bother contacting you at all. 

Or when they find out you’re full, they might not reach out to another therapist and get the help they need.

Be upfront with your availability. If you’re accepting new clients say this clearly. Do you have a waitlist? Let possible clients know how long it might be.

Share your typical schedule so your clients know if your availability works for them.

Try to give them a realistic picture of when they might see you so they can make the decisions they need to.

If you are full make sure your website reflects this. It saves everyone time. You can go an extra step and offer alternatives like referrals or a waitlist.

Make it clear if you are full or accepting clients. It helps clients figure out if you are the one or if they need to keep looking.

5. How to Get a Hold of You

You finally have a client ready to reach out, they look around your website for a contact form and find nothing.

They search and search and finally find a phone number at the bottom of your home page in tiny print. When they finally call the number, it’s unclear how much information to leave. And because you hate phone calls, you wait days to call them back.

This isn’t just hypothetical, this is a situation that happens every day.

Now imagine this scenario. They read your website and are ready to work with you. No matter where they are on your website, they find a button going straight to a contact form. That contact form is easy to fill out and sets expectations for when you will get back to the prospective client. The next step is obvious, so the prospective client takes the next step. 

The contact method needs to work for both of you. When the process is easy and smooth, your clients reach out and you respond consistently.

In order to get to that second scenario, you first need to figure out what feels best for you. How are you most likely to respond to clients? I have clients email me because I hate making blind phone calls and leaving a message.

I’m clear about this on my website and in my message on my phone.

But if you’re the opposite, then it’s important to do what feels best for you.

There is no right answer here, it really is up to preference.

Once you’ve decided, make this as clear as possible on your website. Make it easy to find and put it in multiple places.

Not just on multiple pages but in multiple places on all your pages.

The next step here is to make sure prospective clients know what the next steps are. How do you respond? How long will it take you to respond? All of this helps them to know what is going to happen next, taking away anxiety about reaching out.

Your contact method should not be a barrier; taking the next step should be as smooth as possible. And you will be set up to follow up in a way that you can do consistently, so clients don’t fall through the cracks.

Your Private Practice Logistics

The logistics of your private practice isn’t the most interesting part of your website but it’s these details that are the backbone of your website. When clients can quickly find out where you’re located, how you meet, what you charge, your availability, and how to contact you, you’ve removed the biggest barriers between them and getting help.

These five elements save everyone time—yours and theirs. They help the right clients reach out and prevent the wrong-fit clients from wasting a consultation slot.

But answering "Can I work with this therapist?" is only half the equation. The other half is helping clients answer "Should I work with this therapist?"—and that's what we'll cover in Part 2. 

In the next post, we'll dive into the fit factors: how to communicate your specialty, experience, language, and personality so the right clients recognize you're their person.

Part 2 coming soon.